What is brand image?

Corresponds to how they experience the individuality of a product, service or company through a series of associations (positive or negative), independent of the brand identity the businessperson wishes to convey. Elements such as time, experience, market competition or influence amongst consumers determines what distance there may be between the brand identity sought by the advertiser and its final perception which, in terms of expectations, the public may hold.

Any brand image implies a response, rational or emotional, on the part of the pubic, an exercise in interpretation and assessment that follows recognition, and which has an influence on final purchasing behaviour.

Other denominations:
Corporate image, brand Image

 
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